01.04.2016
Walter Seib

Blurred F&B and retail concepts ask for new real estate concepts

‘Blurred’ F&B/ Retail concepts

Boundaries between food channels disappear as supermarkets are selling products for immediate consumption on the go or even focus on food corners with outdoor seating. Top restaurants in turn sell their exquisite products in a shop corner.

In a world of con­stant chan­ges and ever-chan­ging con­su­mer de­mands blur­red con­cepts crea­te new op­por­tu­nities for food & be­ver­age ope­ra­tors. It can not on­ly re­sult in ad­di­tio­nal sa­les but al­so in an en­han­ced con­cept ex­pe­ri­ence. As the “so­cia­li­zing” ef­fect be­co­mes mo­re re­le­vant in to­day’s world the food & be­ver­age es­ta­blish­ments are pla­ces to “re-con­nect”! A few points are im­por­tant re­gar­ding blur­ring concepts:

  • A blur­ring con­cept can ge­ne­ra­te ad­di­tio­nal traf­fic and sales
  • It en­ables rou­ti­ne and lei­su­re con­cepts to bet­ter  dif­fe­ren­tia­te them­sel­ves in a high­ly com­pe­ti­ti­ve market
  • A com­bi­ned re­tail and re­stau­rant of­fer en­han­ces the custo­mer ex­pe­ri­ence and adds mo­re food thea­ter to the concept
  • A blur­red of­fer will streng­then custo­mer en­ga­ge­ment be­cau­se of the in­crea­sed num­ber of custo­mer touch points.
  • The fresh­ness image of food­ser­vice adds va­lue to a re­tail pro­duct when of­fe­red at the sa­me location

HMS­Host is ope­ra­ting in a tra­vel en­vi­ron­ment and we iden­ti­fy th­ree dif­fe­rent ty­pes of blur­ring con­cepts, which are sui­ta­ble for our channels:

  1. Con­cepts that on­ly of­fer food & be­ver­age items, though for both on­site as well as off­si­te consumption
  2. Con­cepts that of­fer both food & be­ver­age and non-food (merchandise)
  3. Con­cepts that are life­style brand ex­ten­si­ons and of­fer food & beverage

Within our con­cept port­fo­lio we have pro­prie­ta­ry con­cepts which are blur­ring and al­so third par­ty con­cepts which we ope­ra­te as fran­chisee or li­cen­see. The first con­cept we de­ve­lo­ped within our com­pany is Bis­t­rot and the key fea­tures of this con­cepts are:

PRE­MI­UM • DY­NA­MIC • DIS­TINC­TIVE­LY ENGLISH •  EX­PE­RI­ENCE

Wedg­wood Te­aroom is the la­test de­ve­lo­ped te­aroom with the qua­li­ty trade­mark and ex­pe­ri­ence of the well-known chi­na­wa­re brand. In a stylish and com­for­ta­ble dé­cor, tra­di­tio­nal te­aroom ele­ments are com­bi­ned with mo­dern day lu­xu­ry ele­ments and ma­te­ri­als. Guests ar­ri­ving in Wedg­wood Te­aroom are be­ing sub­mer­ged in a world in which en­joy­ment, qua­li­ty and lo­ve for life ta­ke the cent­re sta­ge. Wedg­wood Tea Room is of­fe­ring a full ser­vice ex­pe­ri­ence with a wi­de all-day of­fe­ring of high qua­li­ty pro­ducts.  It is ad­ding a dis­tinc­tive­ly English tea room at­mo­s­phe­re, com­bi­ning the lu­xu­ry of Wedg­wood with a wi­de Tea offer.

Ano­ther pro­prie­ta­ry de­ve­lop­ment re­gards Ca­fé Cho­co­lat: a na­tu­ral com­bi­na­ti­on bet­ween cof­fee and cho­co­la­te, al­so in a re­tail environment.

Ca­fé Cho­co­lat is the on­ly con­cept whe­re you can buy the best cho­co­la­te in all va­ria­ti­ons com­bi­ned in a lu­xu­ry ca­fé at­mo­s­phe­re. Be­cau­se on­ly Ca­fé Cho­co­lat of­fers high qua­li­ty, fair-tra­de cho­co­la­te in part­ner­ship with Cal­le­baut cho­co­la­tes and has the best cho­co­la­te gifts all sea­son long. That’s why Ca­fé Cho­co­lat is the num­ber one when you need to in­dul­ge yours­elf in cho­co­la­te lu­xu­ry or need to buy that spe­cial gift for your lo­ved ones. It ce­le­bra­tes the ul­ti­ma­te cho­co­la­te ex­pe­ri­ence, live cho­co­la­te pre­pa­ra­ti­on and pre­sen­ta­ti­on and com­bi­ning food & be­ver­age with a wi­de re­tail/gift offer.

The key wor­ds for this con­cept are:

CHO­CO­LA­TE • PRE­MI­UM  •  COM­FORT • SE­DUC­TI­VE • EXPERIENCE

Last but not least a new de­ve­lop­ment, com­bi­ning food & be­ver­age and life­style: Mer­ce­des-Benz Cafè

Mer­ce­des-Benz de­si­red to re­ju­vena­te its brand image through dy­na­mic & young ac­ti­vi­ties with an up to date ap­proach as well as crea­ting ad­ded points of con­ta­ct with their po­ten­ti­al cli­ents. The Mer­ce­des-Benz Cafè is con­tem­po­r­a­ry sporty & ele­gant, of­fers its custo­mers a full im­mer­si­on of fla­vours, ma­te­ri­als, tas­tes & trends. Di­ning at the Mer­ce­des-Benz Cafè is a true emo­tio­nal experience.

The key wor­ds for Mer­ce­des-Benz Cafè are:

PRE­MI­UM • CLASS • CHARME • AU­THEN­TI­CI­TY • QUALITY

Mer­ging food & be­ver­age with re­tail, blur­red con­cepts are a power­ful phe­no­me­non; it re­sults in new and end­less op­por­tu­nities, con­cept ex­pe­ri­en­ces and a com­pel­ling custo­mer jour­ney. It me­ans mo­re com­pe­ti­ti­on and al­so mo­re op­por­tu­nities for all of us!

A blur­ring con­cept can ge­ne­ra­te ad­di­tio­nal traf­fic and sa­le­sIt en­ables rou­ti­ne and lei­su­re con­cepts to bet­ter  dif­fe­ren­tia­te them­sel­ves in a high­ly com­pe­ti­ti­ve mar­ketA com­bi­ned re­tail and re­stau­rant of­fer en­han­ces the custo­mer ex­pe­ri­ence and adds mo­re food thea­ter to the con­cep­tA blur­red of­fer will streng­then custo­mer en­ga­ge­ment be­cau­se of the in­crea­sed num­ber of custo­mer touch points.The fresh­ness image of food­ser­vice adds va­lue to a re­tail pro­duct when of­fe­red at the sa­me location

HMS­Host is ope­ra­ting in a tra­vel en­vi­ron­ment and we iden­ti­fy th­ree dif­fe­rent ty­pes of blur­ring con­cepts, which are sui­ta­ble for our channels:

Con­cepts that on­ly of­fer food & be­ver­age items, though for both on­site as well as off­si­te con­sump­tionCon­cepts that of­fer both food & be­ver­age and non-food (mer­chan­di­se)Con­cepts that are life­style brand ex­ten­si­ons and of­fer food & beverage

Within our con­cept port­fo­lio we have pro­prie­ta­ry con­cepts which are blur­ring and al­so third par­ty con­cepts which we ope­ra­te as fran­chisee or li­cen­see. The first con­cept we de­ve­lo­ped within our com­pany is Bis­t­rot and the key fea­tures of this con­cepts are:

PRE­MI­UM • RE­GIO­NAL • LO­CAL • ZE­RO KM • HOME MADE

Bis­t­rot is an ide­al ve­nue for Food lo­vers and for peop­le who re­al­ly ca­re about qua­li­ty. It of­fers a ran­ge of fla­vours in a tra­di­tio­nal ur­ban open mar­ket set­ting, whe­re the best lo­cal cui­sine meets the va­lue of sus­tai­na­bi­li­ty. Selec­ted pro­ducts are pre­pa­red using tra­di­tio­nal me­thods, with a gre­at em­pha­sis on high-qua­li­ty lo­cal pro­ducts. The con­cept brea­thes an ur­ban mar­ket style at­mo­s­phe­re, shows a front coo­king area & open kit­chen and is about sto­ry­tel­ling of sup­pliers and crafts.

A dif­fe­rent ex­ample is Wedg­wood Te­aroom. The key wor­ds for this con­cept are:

PRE­MI­UM • DY­NA­MIC • DIS­TINC­TIVE­LY ENGLISH •  EX­PE­RI­ENCE

Wedg­wood Te­aroom is the la­test de­ve­lo­ped te­aroom with the qua­li­ty trade­mark and ex­pe­ri­ence of the well-known chi­na­wa­re brand. In a stylish and com­for­ta­ble dé­cor, tra­di­tio­nal te­aroom ele­ments are com­bi­ned with mo­dern day lu­xu­ry ele­ments and ma­te­ri­als. Guests ar­ri­ving in Wedg­wood Te­aroom are be­ing sub­mer­ged in a world in which en­joy­ment, qua­li­ty and lo­ve for life ta­ke the cent­re sta­ge. Wedg­wood Tea Room is of­fe­ring a full ser­vice ex­pe­ri­ence with a wi­de all-day of­fe­ring of high qua­li­ty pro­ducts.  It is ad­ding a dis­tinc­tive­ly English tea room at­mo­s­phe­re, com­bi­ning the lu­xu­ry of Wedg­wood with a wi­de Tea offer.

Ano­ther pro­prie­ta­ry de­ve­lop­ment re­gards Ca­fé Cho­co­lat: a na­tu­ral com­bi­na­ti­on bet­ween cof­fee and cho­co­la­te, al­so in a re­tail environment.

Ca­fé Cho­co­lat is the on­ly con­cept whe­re you can buy the best cho­co­la­te in all va­ria­ti­ons com­bi­ned in a lu­xu­ry ca­fé at­mo­s­phe­re. Be­cau­se on­ly Ca­fé Cho­co­lat of­fers high qua­li­ty, fair-tra­de cho­co­la­te in part­ner­ship with Cal­le­baut cho­co­la­tes and has the best cho­co­la­te gifts all sea­son long. That’s why Ca­fé Cho­co­lat is the num­ber one when you need to in­dul­ge yours­elf in cho­co­la­te lu­xu­ry or need to buy that spe­cial gift for your lo­ved ones. It ce­le­bra­tes the ul­ti­ma­te cho­co­la­te ex­pe­ri­ence, live cho­co­la­te pre­pa­ra­ti­on and pre­sen­ta­ti­on and com­bi­ning food & be­ver­age with a wi­de re­tail/gift offer.

The key wor­ds for this con­cept are:

CHO­CO­LA­TE • PRE­MI­UM  •  COM­FORT • SE­DUC­TI­VE • EXPERIENCE

Last but not least a new de­ve­lop­ment, com­bi­ning food & be­ver­age and life­style: Mer­ce­des-Benz Cafè

Mer­ce­des-Benz de­si­red to re­ju­vena­te its brand image through dy­na­mic & young ac­ti­vi­ties with an up to date ap­proach as well as crea­ting ad­ded points of con­ta­ct with their po­ten­ti­al cli­ents. The Mer­ce­des-Benz Cafè is con­tem­po­r­a­ry sporty & ele­gant, of­fers its custo­mers a full im­mer­si­on of fla­vours, ma­te­ri­als, tas­tes & trends. Di­ning at the Mer­ce­des-Benz Cafè is a true emo­tio­nal experience.

The key wor­ds for Mer­ce­des-Benz Cafè are:

PRE­MI­UM • CLASS • CHARME • AU­THEN­TI­CI­TY • QUALITY

Mer­ging food & be­ver­age with re­tail, blur­red con­cepts are a power­ful phe­no­me­non; it re­sults in new and end­less op­por­tu­nities, con­cept ex­pe­ri­en­ces and a com­pel­ling custo­mer jour­ney. It me­ans mo­re com­pe­ti­ti­on and al­so mo­re op­por­tu­nities for all of us!

Der Autor
Bild: HMSHostInternational
Walter Seib
CEO
HMS International